Social Media Marketing Column

Many businesses set up shop on Facebook, Twitter, Instagram and other social networks in pursuit of new customers. Of course, the strategies they use to attract those customers differ, and some rise above the rest. Here are eight companies that are doing social media right, examples of their campaigns along with some takeaways that you can apply to your own marketing efforts. 1.

I’m always on the lookout for interesting tips, tricks and strategies that marketing managers and business owners can use to improve their Yelp pages. From dissecting Yelp’s own videos about their product, to building detailed review analysis, to straight up asking Yelp for clarification on their mixed messages, I’m on the hunt for every little edge I can find.

Just as content marketing was on everyone’s lips a few years ago, 2016 was the year of “influencer marketing.” Working with content creators who have large social media followings to promote your brand is enticing and can be a great way to reach untapped audiences. But it’s not as easy as you think — and does not always go as planned.

…Facebook recently removed "Ethnic Affinities" targeting on its ad platform, but contributor Andy Taylor notes that this update only addresses the most immediate and obvious ways discrimination based on ethnicity can be perpetrated. Please visit Marketing Land for the full article. …

… switched those numbers around, you would probably see better ROI for your social media efforts. Brands have to stop thinking of Instagram as a secondary social channel and dig deep into the analytics for both Twitter and Instagram efforts. You might be surprised at what you find. Measuring impact Instagram is ripe for experimentation. Brands need…

… Government entities are typically slow to react to advances in digital marketing, which is why it took the Federal Trade Commission years to make its first attempt at regulating issues around transparency and disclosure in the burgeoning space of online influencer marketing. Rest assured, the FTC’s initial foray into guidance will not be its…

… business model needn’t include a subscription component to be successful, though. What you do need is for the value of your sale to be high enough to justify the elevated cost per click of LinkedIn Ads over that of other social ad channels. My rule of thumb is that companies whose average deal size is over $15K will likely be very successful here…

…. posted a message on social media (since removed) that likened Syrian refugees to Skittles, the candy company found a way to respond without posting on its official channels. By working through a journalist, Skittles’ message was received loud and clear (and they haven’t chimed in since.) Tic Tac Tic Tac respects all women. We find the recent…

… Sites like Facebook and Instagram are just for people to browse through family pictures and look at cat videos, right? Because this is how many see these sites, traditional social media marketing efforts have largely focused on using social platforms as branding tools, not lead-gen tools. While this is partly true, it’s not the complete truth…

… the film. I went right from social media to the offline product itself. This kind of cross-social experience is becoming increasingly common. About three-quarters (74 percent) of consumers rely on social media to make a buying decision. People tweet questions about products and ask for recommendations on Facebook. They visit Google Reviews, Amazon…

… tools. Don’t feel that you need to cover the same event in all of your channels. As with any social media content, give people a reason to follow you in multiple places by developing varying content that makes sense and is optimized for each channel. Be flexible. Snapchat is all about quick, live, organic, unproduced content, while Instagram has…

… set back on their heels later. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Andrew Waber is the Manager of Market Insights and Media Relations for advertising automation software provider Nanigans. In his current role, Andrew manages…

… purchases because of unhelpful images about the product. Images are powerful, and providing visual content online will be a top priority in the years to come. E-commerce on social media Facebook users are uploading 350 million photos every day. E-commerce is starting to recognize the value of that statistic to generate more sales. Your customers…

…, Conversion Rate and so on). Explanation of platforms So you’re sold on the idea of integrating both search and social into your marketing mix now, but how do you know which platforms present the opportunity for the biggest win? Let’s break it down: Search Social The marketer’s call to action I challenge you to pick a channel that seems like a strong fit…

… to garner the most meaningful audience insights); or through automation, investing in helpful tools for community management and organic measurement; or paid social. Automation is a wonder: search, social and marketing teams will live in harmony as they tie social media data back to their campaigns. Social media doesn’t convert users into buyers…

… expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Kristi Kellogg is the social media editor and a content strategist at Bruce Clay, Inc., a critically acclaimed international digital marketing agency. She loves using social media and content to connect…

… alternatives. To capitalize on trends and thrive in the modern business landscape, marketers need to understand and accommodate these elements. Luckily, there’s an in-depth record of the “who, what, when, where and why” factors that drive this economy’s growth: social media data. Who are the major vendor and consumer players in the sharing economy…

… urban legends have a negative impact on your business. One such urban legend is “The Great McDonald’s Soft-Serve Ice Cream Conspiracy Theory of 2016.” According to data from Quantifind (my employer), over the last 12 months, social conversations among people who eat at McDonald’s has grown 70 percent more likely to include complaints about…